Tackle B2B buyers' anxiety with content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 07, 2021, 2:48 AM UTC

Leverage brand ambassadors to interact with B2B customers and empathise with their anxiety problems.

With the pandemic impacting B2B buying behaviours and emotions, businesses must provide services and tools that help B2B buyers deal with anxiety. Create whitepapers to help B2B consumers understand the long- and short-term impact on the industry and restructure product and service pages to display anxiety relief plans.

Brands must craft planning templates and build tools like calculators that can help B2B personas measure the impact of COVID-19 and ease their anxiety. Hosting live events with industry experts can further help businesses address critical questions of B2B buyer personas.

Developing strategic planning tools, providing customer services to help consumers plan for the future, being transparent and collecting feedback is recommended to tackle anxiety. Offer surreal customer experiences, create simplified messages with humour to reduce B2B buyer personas’ anxiety.

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